USA: Beck's Light reports strong sales

Beck's North America, the no.1 German beer importer has reported strong initial sales of Beck's Light - and in Miami and Orlando it has outsold Amstel Light.Sales of Beck's Light, which was rolled out nationally in March, have been on and above predictions and the company is now hoping its latest brand of Beck's will knock Amstel Light from the number two slot."With this kind of momentum, we have got a good shot at knocking Amstel Light out of its no.2 position in several markets," said executive VP of marketing for Beck's North America, Rainer Meyrer.Meyrer also said that the launch of Beck's has had a positive impact on building awareness of the brand in the US and Beck's Light has established an 18% case share of import lights sold in the grocery channel.

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